Doritos Competitive Analysis Case
[pic 1]Competitive AnalysisTable of ContentsExecutive summary Market analysisBrand AnalysisCompetitive activityAdvertising messagePositioning strategyUnique Selling PropositionExecutive SummaryThe sweet and savoury snack food market segments saw individual growth in 2014 all gaining popularity as consumers become more interested in trying new flavours. Despite the numerous amounts of brands competing for value share and a place in the consumer’s diet, the sweet and savoury food market is growing. Doritos is leading the charge in the tortilla chips category and is currently the number one choice amongst flavoured tortilla snacks due to its addictive and un filling taste.Variety of flavours especially ethnic flavours such as sweet chilli and spicy is one of the leading factors responsible for the current upwards trend. Immigrants from Asia and middle-east make up an influential percentage of snack food buyers. This demographic prompted more creativity and product options from the snack food companies across the market as well as an increase in outlets. The minority population is set to increase over time therefore an increase in ethnic flavour demand is expected.
Doritos variety of flavours has enabled it to be amongst the top of Frito Lay’s brands trailing behind Lays and Ruffles. While Lays is currently the dominant snack food in the market and not a feasible target, Doritos can still grow by positioning itself as the snack food for ethnic people.Market AnalysisForecast Sales of Sweet and Savoury Snacks by % Volume Category2014/20152014-19 CAGR2014-19 TotalChips/Crisps1.651.547,97Extruded Snacks1.571.648.50Fruit snacks1.561.638.44Nuts1.841.909.88Popcorn0.470.261.31Pretzels0.06-0.03-0.17Tortilla/Corn Chips1.140.944.78Other4.114.4524.34Market growth1.681.618.29